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Why You Must Lead with a Hard Edge

Published 10th November, 2024

TOPIC: sales leaders


“The mandate is clear — innovate, engage, and dominate in a fiercely competitive marketplace.”

By Steven Thomas

The Moves That Matter

The directive is clear—innovate, connect, and lead in a fiercely competitive market.

During my time as Head of Business Development at WPP, I saw firsthand how pivotal effective sales leadership is to achieving this goal. Whether steering the complexity of a Fortune 500 company or the nimbleness of a startup, one truth stands out: the right sales leader is key to driving growth and unlocking an organization’s full potential.

Finding that leader, however, remains one of the toughest challenges to growth. The reality is that promoting top-performing sellers into leadership roles often falls short. Sales leadership demands more than closing deals—it requires a strategic vision and disciplined execution to succeed.

Innovate by Redefining Sales as Strategic Execution

To drive meaningful innovation, sales leaders must redefine how their organizations view sales. It’s no longer about merely hitting quotas; it’s about executing the company’s broader strategic vision. Exceptional leaders understand that success lies in aligning the sales team’s efforts with the overarching go-to-market strategy. This shift demands an unwavering focus on the ideal client profile, ensuring sales conversations create lasting value for both the company and its customers.

Take, for example, targeting Ultra High Net Worth clients. Engaging with their decision-making teams at the right level is essential. Sales discussions should focus on strategic issues that resonate with the client, positioning your solutions as key to solving their challenges. By doing so, sales efforts move beyond chasing immediate gains to building trusted, long-term relationships that foster repeat business and customer loyalty.

Engage by Using Data as Your Compass

In today's data-driven world, sales metrics should serve as a tool for engagement rather than mere inspection. Understanding which metrics drive your sales process can lead to significant improvements. For example, when one company involved their client directors at early sales discussions, they boosted their close rates from 18% to 70%. This isn't mere coincidence; it highlights how working as a team and actionable insights can refine your sales strategy.

Engaging with data effectively means recognizing why opportunities drop out of the pipeline and which activities propel deals forward. By continually refining your sales process based on empirical evidence, you position your organization to engage prospects more effectively and increase conversion rates.

Dominate by Building an Unmatched Sales Capability

To dominate the competitive landscape, companies must invest heavily in developing their sales teams. A half-hearted approach, such as sporadic training, won't suffice. This is akin to expecting someone to win a golf tournament after a weekend clinic.

Establishing a culture of continuous coaching is essential. My own success at WPP was largely due to managers who dedicated time to my development, enabling me to excel in my role. This commitment to coaching should not be relegated to HR; it must be driven by executives who recognize that a high-performing sales team is a cornerstone of a successful growth strategy.

The Hard Edge of Leadership

The transformation in sales leadership is not just about improving performance; it’s about reimagining how sales functions within the organization. In a competitive marketplace, a competent sales team is insufficient. You need a team that excels—one that seamlessly integrates business strategy with sales execution.

Embrace the brutal truth: the future of sales leadership demands a hard edge. By redefining sales as strategic execution, leveraging data for engagement, and investing in your team's capability, you can position your organization not just to survive but to thrive.

So, step into the arena with confidence, challenge the status quo, and lead your team to victory. In the high-stakes game of sales, it’s not merely about closing deals; it’s about forging a legacy of excellence.

End.




STEINWICK

Leaders for Growth.

Steinwick appoints exceptional sales, revenue, and business development leaders in to premium category and complex markets with a global focus.

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Steven Thomas